JPAR’s Tiffani Marroquin explores using AI and ChatGPT for success
On this week’s episode of the RealTrending podcast, host Tracey Velt sits down with Tiffani Marroquin, head of growth and innovation for JPAR Real Estate. They discuss the usefulness of artificial intelligence (AI) for the real estate industry, as well as JPAR’s solutions designed to improve agent and broker performance.
This conversation has been edited for length and clarity. To kick things off, Marroquin explores her early involvement with artificial intelligence.
Moroccan: It goes back to growing up as a millennial in a time of great technological advancements, and seeing both of my parents waking up before dawn, making that long commute to work, and then coming home late at night. I always thought there had to be a better way. And initially it led me to real estate.
Velt: Let’s talk about how to use AI and machine learning to improve the experience of JPAR and its affiliates.
Moroccan: I hosted a workshop that I like to call “Creating the Second Business Brain,” which is a knowledge base that feeds into ChatGPT, and you create your own custom GPT for your business. And that can be used for so many different things. It helps if you’re not good at asking the AI. Since it already contains a lot of your business information, it will know exactly what you want.
Another thing we also did – which also helps our agents, not just our affiliates – is we took a personality profile and turned it into a quiz with AI. Combined with our internal technology, resources and training, it tells agents which training path to take based on their personality type.
Another is the ability to retrieve transcripts from previous training or YouTube and turn it into a knowledge base, another training course or social media content.
Velt: How has technology and innovation really shaped your strategy for scaling your business?
Moroccan: I don’t think it’s really about doing more. It’s about doing things smarter. The key is actually going through an assessment of your business and discovering where AI and automation can provide strategic support. It’s like having a digital co-pilot who understands your company’s DNA, freeing professionals to build relationships, create value or more.
Velt: What do you think are the most efficient and impactful ways agents can use AI in their business?
Moroccan: It’s certainly more than just writing a listing presentation. So if you’re a real estate agent and want to gather information for your agents, it’s probably a little better if you use the transcripts. Suppose you are a top producer and you have many customers. Instead of going in and searching the MLS yourself, and pulling out those names and then emailing clients, you can actually automate that process and use AI. They can actually pull data from the MLS, tailor it to their customers’ needs, and even send the emails from a draft.
To end the conversation, Marroquin explores industry-wide changes in AI and technology use in 2024. She urges real estate companies to embrace the change and see AI as a collaborative partner, not a threat.
Moroccan: I think it’s really the hyper-personalization you can get by using different types of AI. It’s exciting because literally every month, every day, something new comes out. There are so many different tools. It will get to the point where you can’t tell the difference anymore.
